That’s the call-to-action in Hawke’s Bay Tourism’s new branding for the region, as unveiled this week.
Those who pay attention to such matters, mostly in the region’s hospitality and tourism sector, would recognize “Hawke’s Bay Wine Country” as the reigning branding for the Bay. That formulation has developed some visibility, but our new tourism team concluded most of that visibility was within Hawke’s Bay, as opposed to places outside the Bay where we should be seeking visitors. Moreover, not all segments of the Bay’s tourism sector have felt equally well-served by the ‘wine country’ identity.
The new approach features a logo that couples a fresh treatment of the Wine Country sun rising over a bold “Hawke’s Bay”.
When used in advertising, the call-to-action — Get me to — is written over the logo. This treatment can be placed over any image that depicts the Bay … from a beach photo to an Art Deco building to a tantalizing plate of food with wine.
As explained by creative architect and local resident Kim Thorp, the use of a call-to-action will have a stronger motivational impact on the viewer and, at the same time, avoids needing to try to sum up in a handful of catchy words everything the Bay is and offers.
And the added benefit is a logo treatment that any tourism biz in the region can adapt to their purposes, helping to ensure more consistency in the image of the Bay projected in their various promotions.
Chair of Hawke’s Bay Tourism George Hickton says: “We have a major task to raise the awareness and attractiveness of the region to domestic and international travellers. As a starting point we need to be consistent about the region’s brand and the way we use it in our promotional campaigns. The brand is Hawke’s Bay and we are being consistent with the new design in incorporating all the elements we have been using over the past few years … retaining the core attributes of sun and lifestyle while adding a compelling promotional message for our target markets”
Personally, I think the HB Tourism team of Thorp, Hickton and General Manager Annie Dundas nailed it. What do you think?